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題名 消費者共創價值滿意度之前因與對品牌態度之影響－以國內校園商業競賽為例
The Antecedents of Consumers’ Value Co-creation Satisfaction and Its Effect on Brand Attitude: The Case of Business Plan Competitions for Students作者 李上玉
Lee, Shang Yu貢獻者 張愛華
李上玉
Lee, Shang Yu關鍵詞 價值共創
校園競賽
品牌態度
滿意度
value co-creation
business plan competition
brand attitude
satisfaction日期 2012 上傳時間 22-七月-2013 10:04:54 (UTC+8) 摘要 近來消費者共創價值活動愈來愈受到企業注目，許多學者研究也證實了共創價值活動可為品牌業主帶來諸多利益，像是使顧客對於企業印象較佳、購買意圖較強(Zeithaml et al., 1996)、形成較高的忠誠度(Fuchs and Schreier, 2011)等。有鑒於此，許多品牌業主紛紛催生以大專院校學生為主的校園商業競賽。本研究目的在於探討影響共創績效與共創過程滿意度的前因、前述滿意度對於最終品牌態度形成的影響程度，以及前因之間的影響。透過針對校園商業競賽的參賽者的問卷調查，進一步驗證本研究之假說。 本研究證實了參賽者對於共創績效與共創過程的滿意度，會正向影響其品牌態度，呼應了Füller(2010)的研究，若消費者有良好的共創經驗，將更樂意散佈關於該公司的正向口碑。另外，知覺公平性、知覺公司支持皆會正向影響參賽者對於共創績效的滿意度；知覺公平性、任務涉入程度與小隊合作效能則是會正向影響共創過程的滿意度；而知覺公司支持會正向影響任務涉入程度，任務涉入程度又會進一步影響小隊合作效能。本研究確認企業舉辦此類品牌塑造競賽，若能掌握正向影響滿意度的因子，即可有效提升參賽者對於品牌的好感度。本研究針對日後有意舉行類似競賽之品牌業主提出以下幾點建議。首先，若希望參賽者對於共創績效感到滿意，品牌業主應致力於維繫比賽的公正性，如審查標準前後一致、避免延攬背景較受爭議的評審，並輔以給參賽者的支持，為參賽隊伍爭取必要資源；其次，若希望參賽者對於共創過程感到滿意，業主可在賽制設計上著手，像是鼓勵參賽隊伍與不同背景同學組隊、設法增進資訊的易得性，提升團隊任務涉入程度與合作效能。
Recently, consumer value co-creation activities have been increasingly recognized by corporates due to the benefits proved by several researchers, such as better brand image, stronger buying intention (Zeithaml et al., 1996) and higher brand loyalty (Fuchs and Schreier, 2011). Therefore, many corporates conducted business plan competition targeting college students. This study aims to investigate the antecedents of consumers’ value co-creation satisfaction, its effect on brand attitude, and the interaction among these antecedents. We examined our hypothesis by collecting data from participants who joined business plan competitions.The study result proved that participants’ brand attitude will be affected by satisfaction of value co-creation performance/procedure, which echoes previous study (Füller, 2010) that if consumers have good value co-creation experience, they will be willing to spread positive word-of-mouth. We also confirmed that perceived justice and perceived support both positively affect participants’ satisfaction on value co-creation performance; Moreover, perceived justice, task involvement and group efficacy will positively affect satisfaction on value co-creation procedure. As for interactions of antecedents, perceived support will positively affect task involvement, and further affect group efficacy.The contribution of this study is to confirm that if corporate can well control the factors of satisfaction in these kinds of brand-building competitions, then participants’ brand attitude will be expected to turn to positive. First, we suggest that corporates should put effort on maintain the fairness of competition, such as obeying the game rule and avoiding hiring doubtful judges, following with fully-support for participants. 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國立政治大學
企業管理研究所
100355013
101資料來源 http://thesis.lib.nccu.edu.tw/record/#G1003550131 資料類型 thesis dc.contributor.advisor 張愛華 zh_TW dc.contributor.author (作者) 李上玉 zh_TW dc.contributor.author (作者) Lee, Shang Yu en_US dc.creator (作者) 李上玉 zh_TW dc.creator (作者) Lee, Shang Yu en_US dc.date (日期) 2012 en_US dc.date.accessioned 22-七月-2013 10:04:54 (UTC+8) - dc.date.available 22-七月-2013 10:04:54 (UTC+8) - dc.date.issued (上傳時間) 22-七月-2013 10:04:54 (UTC+8) - dc.identifier (其他 識別碼) G1003550131 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/58907 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 企業管理研究所 zh_TW dc.description (描述) 100355013 zh_TW dc.description (描述) 101 zh_TW dc.description.abstract (摘要) 近來消費者共創價值活動愈來愈受到企業注目，許多學者研究也證實了共創價值活動可為品牌業主帶來諸多利益，像是使顧客對於企業印象較佳、購買意圖較強(Zeithaml et al., 1996)、形成較高的忠誠度(Fuchs and Schreier, 2011)等。有鑒於此，許多品牌業主紛紛催生以大專院校學生為主的校園商業競賽。本研究目的在於探討影響共創績效與共創過程滿意度的前因、前述滿意度對於最終品牌態度形成的影響程度，以及前因之間的影響。透過針對校園商業競賽的參賽者的問卷調查，進一步驗證本研究之假說。 本研究證實了參賽者對於共創績效與共創過程的滿意度，會正向影響其品牌態度，呼應了Füller(2010)的研究，若消費者有良好的共創經驗，將更樂意散佈關於該公司的正向口碑。另外，知覺公平性、知覺公司支持皆會正向影響參賽者對於共創績效的滿意度；知覺公平性、任務涉入程度與小隊合作效能則是會正向影響共創過程的滿意度；而知覺公司支持會正向影響任務涉入程度，任務涉入程度又會進一步影響小隊合作效能。本研究確認企業舉辦此類品牌塑造競賽，若能掌握正向影響滿意度的因子，即可有效提升參賽者對於品牌的好感度。本研究針對日後有意舉行類似競賽之品牌業主提出以下幾點建議。首先，若希望參賽者對於共創績效感到滿意，品牌業主應致力於維繫比賽的公正性，如審查標準前後一致、避免延攬背景較受爭議的評審，並輔以給參賽者的支持，為參賽隊伍爭取必要資源；其次，若希望參賽者對於共創過程感到滿意，業主可在賽制設計上著手，像是鼓勵參賽隊伍與不同背景同學組隊、設法增進資訊的易得性，提升團隊任務涉入程度與合作效能。 zh_TW dc.description.abstract (摘要) Recently, consumer value co-creation activities have been increasingly recognized by corporates due to the benefits proved by several researchers, such as better brand image, stronger buying intention (Zeithaml et al., 1996) and higher brand loyalty (Fuchs and Schreier, 2011). Therefore, many corporates conducted business plan competition targeting college students. This study aims to investigate the antecedents of consumers’ value co-creation satisfaction, its effect on brand attitude, and the interaction among these antecedents. We examined our hypothesis by collecting data from participants who joined business plan competitions.The study result proved that participants’ brand attitude will be affected by satisfaction of value co-creation performance/procedure, which echoes previous study (Füller, 2010) that if consumers have good value co-creation experience, they will be willing to spread positive word-of-mouth. We also confirmed that perceived justice and perceived support both positively affect participants’ satisfaction on value co-creation performance; Moreover, perceived justice, task involvement and group efficacy will positively affect satisfaction on value co-creation procedure. As for interactions of antecedents, perceived support will positively affect task involvement, and further affect group efficacy.The contribution of this study is to confirm that if corporate can well control the factors of satisfaction in these kinds of brand-building competitions, then participants’ brand attitude will be expected to turn to positive. First, we suggest that corporates should put effort on maintain the fairness of competition, such as obeying the game rule and avoiding hiring doubtful judges, following with fully-support for participants. Second, if corporates want to make participants satisfy with value co-creation procedure, it may be a good idea to raise task involvement and group efficacy by encouraging participants to increase team heterogeneity, or make information easily accessible. en_US dc.description.tableofcontents 致謝 I摘要 IIAbstract III目錄 V表目次 VI圖目次 VII第一章 緒論 1第一節 研究背景與動機 1第二節 研究目的 4第三節 研究範圍與對象 5第四節 研究流程 5第二章 文獻探討 8第一節 價值共創 8第二節 知覺公平 10第三節 知覺支持 12第四節 涉入度 14第五節 滿意度 15第六節 團隊效能 18第七節 品牌態度 18第八節 國內校園商業競賽研究 20第三章 研究方法 22第一節 研究架構 22第二節 研究假說 23第三節 研究變數定義與衡量 26第四節 研究設計 30第五節 資料分析方法 33第四章 資料分析與研究成果 37第一節 敘述性統計 37第二節 信度分析 40第三節 效度分析 40第四節 研究假說驗證 49第五節 問卷質化結果彙整 53第五章 結論與建議 56第一節 研究結論 56第二節 管理意涵 58第三節 研究限制 59第四節 後續研究建議 60第六章 參考文獻 61附錄一 正式問卷 69附錄二 質化訪談紀錄 73 zh_TW dc.language.iso en_US - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G1003550131 en_US dc.subject (關鍵詞) 價值共創 zh_TW dc.subject (關鍵詞) 校園競賽 zh_TW dc.subject (關鍵詞) 品牌態度 zh_TW dc.subject (關鍵詞) 滿意度 zh_TW dc.subject (關鍵詞) value co-creation en_US dc.subject (關鍵詞) business plan competition en_US dc.subject (關鍵詞) brand attitude en_US dc.subject (關鍵詞) satisfaction en_US dc.title (題名) 消費者共創價值滿意度之前因與對品牌態度之影響－以國內校園商業競賽為例 zh_TW dc.title (題名) The Antecedents of Consumers’ Value Co-creation Satisfaction and Its Effect on Brand Attitude: The Case of Business Plan Competitions for Students en_US dc.type (資料類型) thesis en dc.relation.reference (參考文獻) 一、中文部分吳思華(2000)。策略九說（三版），台北：臉譜文化出版社。榮泰生(2008)。AMOS與研究方法。台北：五南。林震岩(2007)。多變量分析：SPSS的操作與應用（再版）。台北：智勝文化。陳寬裕、王正華(2010)。結構方程模型分析實務：AMOS的運用（初版）。台北：五南。陳思穎(2006)。體驗行銷應用於學生參與校園商業競賽之價值探討（碩士論文）。國立政治大學。洪偉軒(2007)。影響創業團隊績效因素之研究－以TiC100團隊為例（碩士論文）。國立政治大學。江育勝(2012)。台灣創業競賽成效研究－以守門機制觀點（碩士論文）。國立政治大學。王精文、廖述嘉、范凱棠、李珍玫、林栢章(2009)。跨國虛擬團隊互動與效能之關係研究。資訊管理學報第十六卷第二期。1-24。蔡翼擎(民97年6月22日)。100天大學 學員收穫滿行囊。經濟日報。C1版。二、英文部分Adams, J. 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